LVMH goes digital

In June 2017 the luxury retail group LVMH is going to launch their online shop based on its department store „Le Bon Marchè“ in Paris.

LVMH is a major luxury goods company, which was formed by the merger of Louis Vuitton with Moet Hennessy. It has many brands and subsidiaries in several sectors, such as wines and spirits, fashion and leather goods, watches and jewelry and perfumes and cosmetics.

All brands of the luxury retail group will appear in one commerce platform.
But the world’s largest luxury goods retailer also wants to feature brands of competitors. With this strategy, LVMH will compete directly with popular online platforms such as Net-a-Porter, Matches Fashion and Farfetch, companies that already distribute several LVMH brands themselves.

Already in 2000 the concern started with an online platform „eLuxury“ which closed again in 2009 but relaunched again as an online magazine.

Right now all the brands can choose their own digital strategy. Marc Jacobs for example is selling its products through retailers like Net-a-porter and MyTheresa while Louis Vuitton sells some of its products on its own ecommerce website. Céline is about to open a own Online Shop end of this year.

Even if the re-entry in the online business is a little bit late, it shows that topics like ecommerce have a higher priority now in the LVMH group.